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This is part two of our interview with Steve - click here to read part one. In this issue, Steve talks about Norton's new online marketing initiatives, as they've expanded their online presence to include video and social networking. Steve has been taking advantage of the subject-specific "niche" social networks, rather than the big universal ones, and he points out that these might be better suited to targeting audience you're trying to reach. |
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The Museum takes pride in its collection of old-fashioned transportation technology, but its marketing strategy is anything but out of date! Read on to find out how Regina and her colleagues moved the Museum's quarterly newsletter to an online-only format, allowing for much more timely publication of news and events, and effectively doubling the size of the Museum's e-mail list. |
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Eric Winick and Bradford Louryk Playwrights Horizons has a terrific Web presence, and Bradford and Eric have a deep understanding of and committment to the power and importance of e-marketing. Here, they talk about integrating e-mail with an established direct mail program, how to create a strong visual impact, and their innovative online ticket lotteries. (And they take a great photo, too!)... |
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Julii and the rest of the Philharmonic's marketing department are fantastically diligent about tracking their marketing results, and here we present an awesome case study of a successful e-mail that generated incredible ticket sales. When you're done, don't forget to click over to our September E-marketing Organization newsletter, where the interview continues... |
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The Denver Art Museum has been a pioneer of e-mail marketing for over four years now, and the high open rates for its newsletters prove that Sarah and her colleagues have made good use of the learning they've gained from experience over the years. Read on to find out more about their success. |
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Chris Peimann, Director of Marketing and Publicity, has been with Sheldon Concert Hall long enough to be a part of the transition to the world of e-marketing, and she talks about the organization's success in promoting e-mail as a real added value for its patrons, using it to offer exclusive event presales via the e-mail newsletter. |
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This month's issue features part one of our interview with Howard Levine, Director of Web and Creative Services at the 92nd Street Y. You'll learn about the 92nd Street Y's editorial plan and how the various departments handle marketing to their wide and varied audience base, and when you're done reading, you can click over to our June E-marketing Organization newsletter, where you'll learn about the Y's great success at list-building.... |
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Membership & Marketing Team, LACMA This month's issue features the whole Membership & Marketing Team at the Los Angeles County Museum of Art. They present a fantastic case study of an organization that has made design tweaks and seen outstanding results. Read on to find out what changes were made, and see a "before and after" example of how they utilized a standard e-mail template to achieve a unique look for their newsletters. |
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This month's issue features Joseph Burch, Assistant Director of Marketing for the Saint Paul Chamber Orchestra. SPCO's e-mail marketing program has been very successful, and it's not because of luck. Joseph and his colleagues have implemented a great strategy in targeting their mailings, resulting in high open rates across the board. |
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This month's issue features Kimberly Ludwig, Director of Stewardship & Public Programs at Oberlin College in Oberlin, Ohio. The Oberlin Conservatory Symphony Orchestra performed at Carnegie Hall in January, and this exciting event gave Kim the perfect opportunity to launch Oberlin's first e-mail marketing campaign, with great results. |
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This month's issue features Nicholas Peterson, Marketing Associate at the American Repertory Theatre in Cambridge, Massachussetts. His primary focus is on audience development and marketing - in particular, all aspects of new media from e-mail and consulting with Web site strategy to online advertising and the ARTblog. |
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This month's issue features Will Crockett, Director of Performing Arts Marketing at UNC Charlotte, who is reforming the Department's marketing program (with the help of e-marketing!) in conjunction with the opening of its brand new performance facility. |
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This month's issue features Lisa Higgins Pechter of The Pennsylvania Shakespeare Festival who discusses how e-marketing is changing the results for the small, seasonal organization. |
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This month's issue features Bonnie L. Vorenberg, a specialist in senior theatre and the President of ArtAge Publications (a senior arts resource center) who uses online tools to reach her core demographic - seniors! |
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This month's issue features Brian Whitehead and Liz Hill, Co-Editors for the UK-based arts management journal, ArtsProfessional. We agree with their premise that the exploitation of the Web is no longer merely about having a great site that posts your information, it's more about developing an interactive relationship with your online audience. |
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Carol Fitzgerald has been a pioneer in e-marketing for the book industry since she started her business exactly a decade ago. Not only has her business survived, but through her smarts and determination she's built an impressive enterprise that is the talk of the book industry. The Book Report Network now comprises over 1.3 million readers and a portfolio of more than 100 author Web sites. |
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As a Classics major at NYU in the early 1970s, Charles Rufino, violin maker and owner of the Long Island Violin Shop, was drawn, as he says, "to follow a different drummer." So, in 1974 he traveled to Europe to begin his training in violin-making. |
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This month's issue features Steven Hadley, of Audiences Northern Ireland, who is using e-mail in a multitude of ways to reach the organization's varied member-base. |
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This month's issue features Massachusetts-based artist, Priscilla Serafin, who shows us how e-mail marketing at a micro-level is just as effective for an individual artist as it is for a large organization. |
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This month's issue features Chris Stravinski Sharrow at the Milwaukee Ballet. Chris joined the company just over a year ago following a career in arts marketing spanning almost 20 years. Having worked at the Florentine Opera Company, the Marcus Center for the Performing Arts and the Pabst Theater, Chris has brought significant experience and insight to her role with the Ballet. |
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Two years ago, when we first interviewed Greg, he was putting in place a relatively new e-marketing strategy for London's Victoria and Albert Museum. Now he tells us how he is building on the same strategies in a new (more scientific) environment. |
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This issue features Elizabeth Champion, Public Relations and Marketing Director for Cal State Fullerton College of the Arts. Read on to find out how e-mail has helped the College publicize the opening of their brand new Performing Arts Center... |
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This issue features Jodi Krizer, Director of Marketing and Public Relations at Alvin Ailey American Dance Theater. When we last spoke with Jodi in October, AAADT was settling into their new home. To help spread the word about their new facilities, Jodi and her marketing team have recently executed a very successful drive to build their e-list! |
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Happy New Year! And welcome to our first "Arts Marketer of the Month" issue for 2006. January's feature article presents LZ Nunn, the Executive Director of a small arts advocay organization with a big mission. |
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This issue highlights Bil Schroeder, Director of Marketing at Studio Arena Theatre in Buffalo, NY. Even as a relative newcomer to e-marketing, Bil and Studio Arena are seeing some really great results. |
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This issue features an interview with Tom Werder, a theater veteran who for the last five years has been Executive Director for the Carolyn Dorfman Dance Company. |
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Malik Yoba
Born and raised in NYC, multi-talented Malik Yoba made his professional debut as an actor in the Disney hit, Cool Runnings in 1993. Since that time, he has appeared in almost 20 films as well as television shows and series, musical events and stage-plays. |
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This issue features someone who has been an arts marketer in various guises for over two decades. As a consultant, he is now forging a new role as an advocate for change - for greater implementation of technology within the arts. |
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This issue features the NYC-based band "The Lascivious Biddies" which has taken on the task of marketing themselves with the same passion and charisma as they put into their music. |
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In this issue we visit Ireland, where Sharon Corcoran, Artistic Director for the Courthouse Arts Centre, shares her insight into marketing a rural multi-disciplinary arts venue. |
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This issue features an interview with Betsy Jacks, former Director of Marketing for The Whitney Museum in New York City, who currently heads up the Thomas Cole Historic Site in New York's Hudson Valley. |
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Our featured marketer this month is arts industry leader Angus Watson who holds the prestigious job of Director of Ticket Operations for the Ravinia Festival. Held every summer just outside Chicago, Ravinia attracts 600,000 listeners to 150 musical events throughout its three-month season. |
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April 2005 Amy McDonald In her role as Public Relations and Marketing Manager for the Yale Center for British Art, Amy McDonald says that "the museum setting is the perfect convergence of my love of art, non-profits, and public relations." |
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March 2005 Hope Wolman In her role as Director of Marketing, Hope Wolman is responsible for all earned revenue and all PR. This translates to increasing sales as well as increasing The Joffrey's mindshare of the Chicago arts patron which Hope aims to achieve through branding and innovative marketing solutions to the issues facing the Ballet. |
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February 2005 Andrew Goldberg As Director of Audience Development, Andrew oversees all of the day-to-day marketing operations and budget, including print, radio, tv, direct mail, outdoor, telemarketing and all internet activities. In the Q & A that follows, Andrew explains how FGO has built its impressive list and how "Andrew at the Opera" is keeping the subscribers happy. |
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January 2005 Jeremy Allen Thompson With a BA in Arts Management and an M.F.A. in Arts Administration, Jeremy Allen Thompson has worked as an arts administrator around the country. He spent two years as the Director of Marketing & Development for the University of Vermont's Theatre program and was a Management Associate at Alabama Shakespeare Festival where he managed special projects in each of the administrative departments. |
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For this winter issue we visit sunny Gainesville, Florida to feature Deborah C. Rossi, Director of Marketing for the University of Florida Performing Arts. |
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As winter creeps closer, we are venturing to the far north where Janet Asaro, Director of Marketing for the Anchorage Museum of History and Art tells us about marketing arts and culture in the coldest state in the union. Read on... |
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Harry McFadden has been with the New York Theatre Workshop since 2000 when he became the theater company's very first Marketing Director. |
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September 2004 Rosie Vergilio Rosie Vergilio is The Mann Center for the Performing Arts' Director of Programming and Marketing. Responsible for booking events and developing and executing all in-house marketing and promotion with the Center's marketing coordinator, Rosie is kept on her toes - always focused on both sides of the organization - those performing and those attending! |
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The National Portrait Gallery's Kelly Bagley works as part of a small marketing team of two. In her position as Marketing Assistant she is responsible for a variety of activities: these include overseeing the production and distribution of the Gallery's promotional print, developing databases for direct mail, co-ordinating market research. |
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Jessica Browning, Director of Membership at the Chrysler Museum, explains the initiatives the museum is taking to build its member-base. She is for all aspects of the Museum's membership program (entry level through $10,000, including corporate membership) and annual fund campaigns. |
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Dan McMahon is in his third season with Goodspeed Musicals as Director of Marketing and Public Relations. With an MBA in Marketing, experience in consumer product brand management, and as the previous director of marketing for the Auditorium Theatre and The New World Music Theatre in Chicago, Dan is highly qualified in his role with the "home of American musical theater." |
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After an MBA and two years experience in the corporate world, Grace Rapkin began working in marketing for the 92nd Street Y. Following that she spent six years as a consultant working on projects for Carnegie Hall, United Way, Planned Parenthood and the New York Botanical Garden, to name a few. In 1994, Grace became The Jewish Museum's first Director of Marketing and ten years later she is gearing up for a celebration that comes only once a century. |
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Mitch Swain and Marian Zalenka As a department of the Pittsburgh Cultural Trust, the office of "Shared Services" has created a novel approach to marketing the arts in Pittsburgh. Director Mitch Swain and Assistant Director Marian Zalenka shed some light on the collaborative project that has six of the city's major arts organizations working together to promote its cultural scene. |
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Greg Hall has been the Marketing Assistant at London's Victoria and Albert Museum for the past 18 months. In this role, Greg looks after the general promotion of the Museum -- concentrating on print and advertising as well as overseeing the e-marketing initiatives such as editing the e-newsletters, recommending web presence and directly managing various areas of the website. |
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Jim Hirsch, Vice President/Executive Director of CAPA -- the Chicago Association for the Performing Arts -- began his career as a music teacher and performer. After becaming involved with the Old Town School of Folk Music in Chicago he was named its Executive Director at the age of 28. When Jim left in 2000 Old Town had become the largest organization of its kind in the country. |
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As Vice President and Chief Operating Office of the American Symphony Orchestra League, Jack McAuliffe works closely with member orchestras in audience development and public advocacy while communicating to the American public the value of orchestras and the music they perform. He is also responsible for all of the League's service departments. |
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A veteran of the orchestra world, Rebecca has recently assumed the position of Director of Marketing and Communications at the Washington Performing Arts Society. The last six months, her first with WPAS, have proved to be a very busy and exciting time . . . |
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Bob Russell is the Director of Marketing at the Geva Theatre Center in Rochester, New York. In August 2000, after 17 years of work in the sports industry, Bob traded in the challenge of "having to sell tickets after a 10-game losing streak" and jumped right into the world of arts marketing. |
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Matt Lehrman is the Vice President of Communications & Special Initiatives at the Scottsdale Cultural Council. When Matt started as the Director of Marketing for the Scottsdale Center for the Arts for their 1995-96 season when ticket sales topped $1 million for this 838-seat theater for the first time in their history. |
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